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Sound Atmosphere’S Influence On The Consumer Behavior At The Retail Trade Outlets

Author

Listed:
  • Irina Skorobogatykh

    (Plekhanov Russian University of economics)

  • Nikolay Perepelkin

    (Plekhanov Russian University of economics)

  • Olga Rykalina

    (Plekhanov Russian University of economics)

Abstract

The article presents the results of a comprehensive marketing study on the impact of the sound atmosphere of a network of jewelry stores "Adamas" in Moscow. The study was conducted to confirm the hypothesis that the development of special audio products in stores of specialty goods not only does that keep visitors, but also affect the creation of emotional connection of the visitor and the retail trade brand. In addition, sound atmosphere affects the increase in purchases in the store, as the visitors, even unconsciously, make a choice for stores with a cozy atmosphere, where guests can make purchases.

Suggested Citation

  • Irina Skorobogatykh & Nikolay Perepelkin & Olga Rykalina, 2019. "Sound Atmosphere’S Influence On The Consumer Behavior At The Retail Trade Outlets," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 3, November.
    • Handle: RePEc:mmb:journl:articl_v3_11_19
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